Page 18 - GBC English Winter 2022

David Cowan
Dave recently celebrated his 40th year in the golf business with 25 years operating golf courses and the last 15 years with Synergy Golf Solutions, a technology marketing company. Products include but not limited to; Website Marketing, Email Marketing, Text Message Marketing, Data Collection, PPC Marketing etc. Contact Dave at davec@synergygolfsolutions.com or (647) 404-3069.
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Golf Business Canada
It is often said that history repeats itself, so if this is the case, can we not expect a downturn in golf once again in the future? Record participation has changed golf and provided some of the most profitable years we have seen with continued growth and profitably each of the past three seasons. Will it continue? More importantly, is there a way to help retain this business moving forward?
ENGAGE WITH YOUR CUSTOMER
One of the hottest topics is the need for a marketing plan to retain this newfound successintothefutureandnotlethistoryrepeatitself.Retainingcustomersisa functionofaccurateandup-to-datedata,timelyandeffectivecommunications, and the ongoing engagement of your customer. Strong business practices combined with a comprehensive marketing plan will often provide success however, the need to engage your customer has never been more critical as the golf industry, but more importantly the customer, continues to change.
I have always believed that continued engagement of your customer is a critical element to the success of any marketing program. The approach we have taken is that we are constantly selling to them, but they should never feel like they are being sold. For example, posting on your blog or social media a variety of golf tips for the beginner. Even though the article is a general approach to help with improving their game, it also has a component that allows